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A Study on Potential Consumers intentions to Purchase Cooking Classes: A qualitative study observing vegetarian and athlete groups
University West, School of Business, Economics and IT, Division of Business Administration.
University West, School of Business, Economics and IT, Division of Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of our work is to understand how different segments of potential consumers may get interested to buy cooking classes, and why they get interested. To fulfill this purpose, the study answered to these following two research questions: Which factors lead to potential consumers interest toward the purchase of cooking classes? How do these factors affect their interest in the buying decision? A theoretical model has been developed, including the four factors which may influence the potential consumers interest to purchase a product or a service and the four steps in a potential consumer buying process. It proposed that the potential consumer’s interest in purchase is influenced by social, cultural, personal, and psychological factors. Additionally, the potential consumer passes through four steps to make a possible purchase, which are the recognition of the problem, the search of information, the evaluation of alternatives and lastly, the purchase decision. To be capable of fulfilling the purpose, qualitative research has been operated with two focus group interviews. The population observed has been vegetarians and athletes. The results for the vegetarian group seems to demonstrate that the friends, the reference group, the motivation, and the lifestyle influence their problem recognition; the family and the geographical areas seems to influence their information search; and finally, the age and lifecycle, as well as the income level appear to affect their evaluation of alternatives. The result for the athlete group seems to expose that the reference group, the family, the lifestyle, the occupation, the nationality, and the motivation influence their problem recognition; the trainer appear to influence the information search; and the income level look like affecting the evaluation of alternatives. All these stages leading to the interest of a cooking class purchase.

Place, publisher, year, edition, pages
2019. , p. 48
Keywords [en]
potential consumer, influencing factors, consumer buying process, cooking classes, vegetarians, athletes
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-14059Local ID: EXC514OAI: oai:DiVA.org:hv-14059DiVA, id: diva2:1336533
Subject / course
Business administration
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Available from: 2019-07-22 Created: 2019-07-09 Last updated: 2019-07-22Bibliographically approved

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
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  • Other locale
More languages
Output format
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